First, you will select either one global company using two different countries (e.g., Starbucks in U.S. versus China; McDonalds in U.S. versus England, etc.). Or, you can select two different global companies that you would like to compare given their cross-cultural orientations (Adidas versus Nike; Volkswagen versus Toyota Motor, etc.). Second, you will describe the cultural history and social hierarchies of the selected companies (or countries). For instance, you may discuss the history of the company about its ownership, mission statement, cultural assumptions, etc., and the power/context orientation. Third, you will compare and contrast the companies’ (or countries’) cultural and communication approaches within the company and with their customers. Fourth, you will analyze the current diversity challenges, efforts, and strategies (i.e., negotiation/conflict issues; verbal or nonverbal communication misunderstandings; diversity inclusion issues; language misunderstandings from marketing; etc.). In this step, you can narrate and analyze a real-world cross-cultural problem/challenge that this company (or companies) has/have faced in the past (or currently) facing. Fifth, you will offer recommendations to address the cross-cultural issue(s) using cross-cultural concepts and communication approaches from your textbook and/or discussed in the lectures or readings. Sixth, you will need to validate your claims, analytical arguments, and recommendations using research. For excellence, you need to integrate a minimum of 8 peer-review or credible references in APA Style (7th Edition). You may use your textbook as one of the cited references.
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